Accra, Ghana — In much of West Africa, the challenge to feeding communities isn’t necessarily the availability of food, it’s the systems that deliver it. Governments, schools, and institutions often face delayed payment cycles, while suppliers demand cash upfront. This financial gap leaves many organizations stuck and communities underserved.
But one Ghana-based startup, Jasminica, is addressing this gap head-on, with a business model that prioritizes flexible payment terms and ensures that food access isn’t delayed due to financial roadblocks.
A Model Built on Trust and Flexibility
Founded in 2024, Jasminica is more than just a food supplier. The company is committed to building a reliable supply chain while also tackling the financial challenges that often prevent food from reaching its intended recipients. Over the past year, the company has quietly built a strong network by doing what many larger organizations wouldn’t: going door-to-door, engaging directly with clients, and offering a flexible, sustainable approach to rice supply.
Jasminica’s flagship product, Jasminica Rice, has already been delivered in over 500 metric tons to ministries, police and military units, public schools, retailers, and regional distributors across Ghana. Currently, another 3,000 tons are in production and preparing to ship from Vietnam, meeting the growing demand.
“We didn’t get here through shortcuts,” said the company’s co-founders. “We knocked on doors, explained our model face to face, and earned trust over time. As foreigners, we had to prove we weren’t just passing through, we’re here for the long haul.”
Filling the Gap in Food Access
The company’s approach centers on flexibility. Traditional rice supply models often require full payment upfront or only allow delayed payments after delivery, which causes disruption for organizations facing budget constraints. Jasminica, on the other hand, works directly with clients to offer terms that allow food to be delivered even when funds aren’t immediately available.
By bridging this gap, Jasminica ensures that organizations, whether government ministries, schools, or military units can keep feeding their communities without waiting months for payment cycles to align. This flexibility also allows Jasminica to be a reliable partner for local food distributors in Ghana and beyond, where food security remains a top priority.
“We are mission-driven,” says Janica Southwick, Jasminica’s co-founder. “When payment terms don’t align, we don’t just say no to supplying rice, which makes up 80% of the diet in many areas. The typical model cash-and-carry or delayed payments after arrival leaves a huge gap. People are suffering because of this gap. Food is there, money is there, but the system isn’t aligned. We found a way to fix that.”
Growing Beyond Borders
Jasminica’s rice is carefully selected for its nutritional density, great taste, and suitability for institutional feeding. Currently, the company is focused on serving Ghana, but discussions are already underway to expand into neighboring countries. With strong local support and recognition from government entities, Jasminica is poised for significant growth.
The current administration in Ghana has shown strong support for affordable food access, working with Jasminica to overcome challenges like import taxation. This partnership has allowed the company to scale faster while keeping its mission intact: providing affordable, nutritious food where it’s needed most.
A Global Vision Led by Experienced Founders
Jasminica’s founders, Fan Yang and Janica Southwick, bring a wealth of diverse experience to the table. Fan Yang, a Vietnamese Canadian scientist and Broadway producer with a background in manufacturing and innovation, teams up with Janica Southwick, an American single mom entrepreneur with a background in journalism, international logistics, and Fortune 500 corporate training.
Together, they are redefining the supply chain by prioritizing human relationships and practical solutions. Their ability to manage the complexities of logistics ranging from financing to security concerns like piracy has been key to ensuring the rice gets to the people who need it most.
“Someone has to take the risk,” says Yang. “We have to be creative and flexible not just about finance, but also logistics, security, and even the threat of piracy. It’s not easy, but we know it matters.”
Looking to the Future
As Jasminica continues to grow, it’s not just about scaling it’s about ensuring long-term stability. The company is focused on reinvesting into local agricultural solutions in the regions where its rice is sold, helping strengthen the entire food system in West Africa.
“We don’t want to just be a supplier,” says Southwick. “We want to make sure food moves to the people and places that need it, even when the system slows down. This is hard work, but we’re seeing results.”
Jasminica is actively seeking collaboration with local influencers, educators, food distributors, and organizations to further its mission of improving food access in underserved regions.
Join the Movement
To learn more about Jasminica’s work or inquire about partnerships, visit www.jasminica.com.
Follow on Facebook @Jasminica and Instagram: @jasminicarice
